Britannia Building Society: Turning Digits into Dollars

11th Dec 2000
When it was clear that merger and conversion had become the chosen route for most of the large building societies, Britannia, one of Britains major building societies, had to move fast to sustain its independent position in the industry. In order to maintain and draw strength from its mutuality the Britannia used a loyalty reward scheme and CRM techniques to re-focus on the loyalty of their core member base and to build a strategy around it with the real power of customer and staff support. The paper explains specifically how the company used customer-centric strategy, direct marketing, corporate communication, distribution strategy, sales targeting, corporate strategy, product design and sales to improve customer service and strengthen customer loyalty.

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